When a consumer is using a product of a brand switches to another brand, brand switching is perceived to have occurred. Higher the degree of competiveness among the brands available to the consumers, higher would be the volume and intensity of brand switching. Because of the severe competition among the cellular phone service providers in India, the volume and intensity of brand switching could be observed to be large and frequent. Hence, a research has been conducted on brand switching among the clients of cellular phone service providers. The research hypothesis that there is an association between the demographic characteristics of respondents and their brand switching was tested with the field data collected through questionnaire and interview schedule, which were redesigned after the pilot study with the consumers who did actually switch over their brands. It was ascertained that the clients do not switch over brands because of ‘service related issue’s faced by them.

When a consumer is using a product of a brand switches to another brand, brand switching is perceived to have occurred. Higher the degree of competiveness among the brands available to the consumers, higher would be the volume and intensity of brand switching. Because of the severe competition am...